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Transcript of Festival of Media 2011 - Giselle Bodie - Kantar Media
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8/6/2019 Festival of Media 2011 - Giselle Bodie - Kantar Media
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Market Intelligence for theWorlds Leading Brands
Giselle BodieCOO Kantar Media Intelligence Europe
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YOU SHOULD KNOW WHAT WE KNOW
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Understanding the voice of the consumer in online media
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THE WORLD OF SOCIAL MEDIA
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Source: wherever it came from et al
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ENORMOUS GROWTH IN SOCIAL MEDIA
Phenomenal Growth in number of users, level of
engagement and spend on monitoring/analysis.
Social Media is Marketing 2.0 a must have for all
companies, products, and services.
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75M
175M
2010
2011
350M
640M
2010
2011
$100
M
$1B
Spend in Monitoringand Analysis Market
2006
2011
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SO ITS A YOUNG PERSONS THING?
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Changes in social network site use 2008-2010 by generation
Source: Pew Research Centers internet & American life Project, April 29-May 30, 2010 Tracking SurveyN=2,252 adults A8 and older
0
10
20
30
40
50
60
70
80
90
Milleniais (18-33) Gen X (34-45) YoungerBoomers (45-55)
Older Boomers(55-64)
Silent Generation( 65-73)
G.I Generation (+74)
All online adults(18+)
Dec - 08
May - 10
% of internet users who use social network sites, over time
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FASCINATING FACTS
2% reduction in negative word of mouth boosts sales growth by 1%
After 23 years, Pepsi dropped TV advertising for last years SuperBowl to spend $20
million on a social media campaign
The average Twitter account has 300 followers
LinkedIn has 50 million professionals worldwide
Twitter users send an average of 600 tweets per second
28% of U.S. online holiday shoppers are influenced by social media
20% of tweets are invitations for product information, answers or responses from
peers, or directly by brand representatives
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Source: Social Media Marketing Report 2010
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THE NEW COMMUNICATIONS ECOSYSTEM
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The social media effect
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SO WHO OWNS SOCIAL MEDIA?
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Social Media Analysis a corepractice across the enterprise
Public Relations
Marketing Communications
Brand Management Market Research
Business Intelligence
Strategic Planning
Advertising
Media Planning
Product Development
Go to Market
Customer Service
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SOLUTIONS FOR MARKETINGAND COMMUNICATIONS
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MARKETING
Market Research
Brand ManagementGo to Market / Campaign Planning
New Product Development
Consumer Insights
Online WOM
COMMUNICATIONS
Marketing Communications
Pu lic Relations
ocial Media InitiativesFaceBook, witter, ou u e
Campaign Planning
Media Planning
dvertising
Customer ervice
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ENTERPRISE SOLUTION; INTEGRATED APPROACH
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Advocates vs.De tractors(Among Rated Documents,Jul 09 Sep 09)
132
144
87
75
31
101
111
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20
18
0% 20% 40% 60% 80% 100%
SportsAuthority
REI
Golfsmith
Foot Locker/East Bay
Finish Line
Cabela's
Dick'sSportingGoods
I recommend___ I donotrecommend___
Rate ofAdvocacy A d v o ca t e s D e tr a c to r s
D ic k' s Sp or ti ng Go od s 2 8.6 % 4 .6 %
Cabela 's 24.6% 4.9%
Finis h Lin e 23.5% 3.0%
F oo tL oc ke r/ Ea st Ba y 1 8.8 % 3 .3 %
Golfs mith 24.2% 0.8%
REI 40.7% 2.3%
S po rt s A ut ho ri ty 3 3.8 % 3 .3 %
Enterprise SaaS Platform Monitoring and Reporting
Market IntelligenceData Feeds and Measurements
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CYMFONY MAESTRO LISTENING PLATFORM
Enterprise Platform and Dashboard
Global scalability across
brands, functions, and languages
Granular content views for analysing
conversations
Licensed on annual basis for multiple
groups, users, and roles
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SYNDICATED DATA, DASHBOARD, STUDIES
Normalised
data/metrics
Consistent brand
effectiveness
measures
On demand access
Self-service
dashboards, quarter
ly studies, data
feeds
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Top US Financial Services
Topical data and views:
Reputation
Services
Pricing
Customer Satisfaction
Discussion drivers
Available for 6 international markets
400+ brands & nameplates
Topical views
ReputationServices
Pricing
Customer Satisfaction
Discussion drivers
Financial
Automotive
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Examples of
Cymfony in action
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MAJOR EUROPEAN FMCG FIRM
PR campaign, ads, and new productmarketing not always hitting themark for vocal consumers in socialmedia - mums
MajorPR campaign consumersconfused in trying to find thecampaigns facebook page
New product introduction consumer scepticism and outrightderision
Online ad campaign annoyed thetarget market with loud pop-ups onmums sites
Communications measurement acrossa global corporation
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MAJOR TECHNOLOGY PROVIDER
Social and Traditional
30 countries
B2B and B2C Reporting to the CEO
Consistent measurementmethodology
Corporate, category, product Surveys and internal forums
Communications measurement across a global corporation
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TWOOF THE LARGEST GLOBAL HOTEL CHAINS.
Scale and PrecisionAcross properties, across chains
What consumers are saying intravel review sites across the globe
How individual properties stack upagainst their own tailoredcompetitive data
How chains and corporates stackup against competitors
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WE KNOW YOU.
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We understandyour world
We create solutionsthat fit your needs
We get the contentthat matters foryou
We give insightsand advice that are
relevant to you
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2010 WPP Crme de la Crme WINNERConsumer Insight
Cymfony forProcter & GambleVancouver Olympics
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THANK YOU!